All About,Inc.
2454・Standard Market・Services
Business
All About Co., Ltd. operates two core businesses: an internet media business centered on "All About," a comprehensive information site featuring content from 900 expert "guides," and an e-commerce business centered on "Sample Hyakkaten," one of Japan's largest trial-sample services. For corporate clients, the company provides digital marketing, advertising solutions, and inbound tourism support, while for general consumers it operates EC services such as "d Shopping" in collaboration with NTT DOCOMO. The group, comprising 4 consolidated subsidiaries and 1 equity-method affiliate, conducts business across the internet advertising, digital marketing, and commerce domains.
Business Model
In the Marketing Solutions segment, the company generates revenue from corporate clients through editorial-style advertising, programmatic advertising, and digital marketing outsourcing utilizing media such as "All About." In the Consumer Services segment, "Sample Hyakkaten" collects trial fees from users while meeting manufacturers' needs for inventory optimization and consumer opinion gathering, and "d Shopping," operated in collaboration with NTT DOCOMO, generates revenue based on a fixed rate applied to EC transaction value.
Company Strengths
In "All About," 900 experts ("guides") who have disclosed their faces, names, and profiles disseminate information across 1,300 fields, providing differentiated value in the form of credibility and empathy amid highly anonymous internet content. This editorial know-how serves as the foundation for corporate solutions such as editorial-style advertising and content marketing support.
The company entered into a capital and business alliance with NTT DOCOMO in 2018, jointly operating "d Shopping" and "d Shopping Furusato Nozei Hyakusen (Hometown Tax Donation Selections)" to leverage DOCOMO's customer base and d Point economic ecosystem. It also entered into a capital and business alliance with Nippon Television Network Corporation in 2017, and this long-term collaborative framework with major partners underpins the business foundation.
"Sample Hyakkaten," operated by consolidated subsidiary All About Life Marketing, is one of Japan's largest trial/sampling services, boasting a cumulative user base of approximately 4.3 million. The company is diversifying customer touchpoints through the expansion of physical stores in the greater Tokyo area and its storefront on Yahoo! Shopping, while also capturing unique BtoB demand from manufacturers seeking inventory optimization and consumer feedback collection.
ENVALITH's Perspective
Performance Trend
Revenue peaked at ¥16,918 million in FY2023 (ended March 2023) and has continued a downward trend since, falling to ¥15,464 million in FY2026 (ending March 2026), down 3.1% year on year. Operating income deteriorated rapidly from ¥658 million in FY2022 (ended March 2022), turning into an operating loss of ¥108 million in FY2026 (ending March 2026). Net loss attributable to owners of the parent expanded sharply to ¥473 million from ¥39 million in the previous period. As external factors, changes in the search environment driven by AI directly hit media traffic acquisition, while intensifying competition among domestic and overseas e-commerce platform operators squeezed consumer service earnings. The write-down of deferred tax assets (income tax adjustment of ¥222 million) further pushed up the net loss, and cash at period-end fell to ¥489 million.
Growth Strategy
The company is simultaneously pursuing structural reform and the cultivation of new businesses across three domains: media, e-commerce, and life asset management.
Responding to changes in the search environment driven by AI, the company is moving away from its inflow-dependent model centered on "All About." It is pursuing structural transformation through the development of new revenue sources such as PrimeAd and the financial life-support business, expansion of outsourced inbound marketing services for government agencies and municipalities, and revenue growth in the digital marketing business. In FY2026 (ending March 2026), the segment loss narrowed to ¥12 million from ¥85 million in the prior period, indicating an improving trend.
The company is diversifying customer touchpoints for Sample Hyakkaten (Sample Department Store) through expansion of physical stores in the greater Tokyo area and opening a storefront on Yahoo! Shopping. Investment in migration to a next-generation system is underway, with expectations of improved operational efficiency and enhanced cost competitiveness upon completion. In FY2026 (ending March 2026), the segment continued to struggle, with sales down 4.9% year on year and segment profit down 28.4%, amid supply chain challenges and intensifying competition.
In May 2025, the company made Mirai Bank Co., Ltd., which operates a bank agency business, a wholly owned subsidiary for ¥414 million. It aims to expand the business using mortgage loan commission income as a revenue source through a partnership with SBI Sumishin Net Bank. In FY2026 (ending March 2026), the business, classified under the "Other" segment, recorded sales of ¥134 million and segment profit of ¥14 million. Goodwill of ¥319 million (amortized on a straight-line basis over 10 years) has been recognized, and its future contribution to earnings remains to be seen.
Last updated: July 19, 2026